{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.42,"endTime":3.45,"body":"Recently, I was"},{"speaker":"Annemie Tonken","startTime":0.42,"endTime":3.45,"body":"chatting with a photographer"},{"speaker":"Annemie Tonken","startTime":3.45,"endTime":7.59,"body":"student of mine who had switched"},{"speaker":"Annemie Tonken","startTime":3.45,"endTime":7.59,"body":"from in person sales to simple"},{"speaker":"Annemie Tonken","startTime":7.59,"endTime":12.3,"body":"sales and had hired a photo"},{"speaker":"Annemie Tonken","startTime":7.59,"endTime":12.3,"body":"editor. And basically, it was"},{"speaker":"Annemie Tonken","startTime":12.3,"endTime":16.62,"body":"kind of in a very similar place"},{"speaker":"Annemie Tonken","startTime":12.3,"endTime":16.62,"body":"to where I was back in 2017"},{"speaker":"Annemie Tonken","startTime":16.62,"endTime":21.0,"body":"2018, where I was like, Nope, I"},{"speaker":"Annemie Tonken","startTime":16.62,"endTime":21.0,"body":"need to streamline everything, I"},{"speaker":"Annemie Tonken","startTime":21.0,"endTime":24.9,"body":"need to make this business run"},{"speaker":"Annemie Tonken","startTime":21.0,"endTime":24.9,"body":"more efficiently, or I'm going"},{"speaker":"Annemie Tonken","startTime":24.9,"endTime":28.5,"body":"to have to go back to getting a"},{"speaker":"Annemie Tonken","startTime":24.9,"endTime":28.5,"body":"job in the quote unquote, real"},{"speaker":"Annemie Tonken","startTime":28.5,"endTime":32.37,"body":"world, go back to working for"},{"speaker":"Annemie Tonken","startTime":28.5,"endTime":32.37,"body":"somebody else. So I was talking"},{"speaker":"Annemie Tonken","startTime":32.37,"endTime":39.0,"body":"to her, and she was expressing"},{"speaker":"Annemie Tonken","startTime":32.37,"endTime":39.0,"body":"some concerns about her pricing,"},{"speaker":"Annemie Tonken","startTime":39.03,"endTime":42.63,"body":"because all of a sudden, and she"},{"speaker":"Annemie Tonken","startTime":39.03,"endTime":42.63,"body":"had been in business for a long"},{"speaker":"Annemie Tonken","startTime":42.63,"endTime":46.44,"body":"time. But all of a sudden, she"},{"speaker":"Annemie Tonken","startTime":42.63,"endTime":46.44,"body":"was making, you know, the same"},{"speaker":"Annemie Tonken","startTime":46.44,"endTime":48.42,"body":"amount of money that she had"},{"speaker":"Annemie Tonken","startTime":46.44,"endTime":48.42,"body":"been making with in person"},{"speaker":"Annemie Tonken","startTime":48.42,"endTime":52.44,"body":"sales, but she was working a lot"},{"speaker":"Annemie Tonken","startTime":48.42,"endTime":52.44,"body":"less she was spending a lot less"},{"speaker":"Annemie Tonken","startTime":52.44,"endTime":56.79,"body":"time per session. And she was"},{"speaker":"Annemie Tonken","startTime":52.44,"endTime":56.79,"body":"kind of feeling that, like, she"},{"speaker":"Annemie Tonken","startTime":56.79,"endTime":59.34,"body":"was struggling with like, I'm"},{"speaker":"Annemie Tonken","startTime":56.79,"endTime":59.34,"body":"charging the same, but I'm not"},{"speaker":"Annemie Tonken","startTime":59.34,"endTime":64.8,"body":"doing as much is that ethical?"},{"speaker":"Annemie Tonken","startTime":59.34,"endTime":64.8,"body":"Is that fair? Right. And, and so"},{"speaker":"Annemie Tonken","startTime":64.8,"endTime":67.5,"body":"we were, we were kind of"},{"speaker":"Annemie Tonken","startTime":64.8,"endTime":67.5,"body":"chatting about this. And she"},{"speaker":"Annemie Tonken","startTime":67.5,"endTime":69.99,"body":"said, you know, now this session"},{"speaker":"Annemie Tonken","startTime":67.5,"endTime":69.99,"body":"really only takes me like three"},{"speaker":"Annemie Tonken","startTime":69.99,"endTime":74.88,"body":"or four hours, including driving"},{"speaker":"Annemie Tonken","startTime":69.99,"endTime":74.88,"body":"to and from the session. So does"},{"speaker":"Annemie Tonken","startTime":74.88,"endTime":78.3,"body":"it maybe I should lower my"},{"speaker":"Annemie Tonken","startTime":74.88,"endTime":78.3,"body":"prices? Because it seems like"},{"speaker":"Annemie Tonken","startTime":78.57,"endTime":81.99,"body":"$1,500, or I can't remember"},{"speaker":"Annemie Tonken","startTime":78.57,"endTime":81.99,"body":"exactly what she charged seems"},{"speaker":"Annemie Tonken","startTime":81.99,"endTime":85.41,"body":"like it's a lot. And she was"},{"speaker":"Annemie Tonken","startTime":81.99,"endTime":85.41,"body":"saying, you know, and my clients"},{"speaker":"Annemie Tonken","startTime":85.41,"endTime":88.98,"body":"don't get as much time with me."},{"speaker":"Annemie Tonken","startTime":85.41,"endTime":88.98,"body":"So they're probably seeing that"},{"speaker":"Annemie Tonken","startTime":88.98,"endTime":94.44,"body":"we're not doing in person sales."},{"speaker":"Annemie Tonken","startTime":88.98,"endTime":94.44,"body":"So my question to her was, are"},{"speaker":"Annemie Tonken","startTime":94.44,"endTime":98.16,"body":"your clients getting the same"},{"speaker":"Annemie Tonken","startTime":94.44,"endTime":98.16,"body":"result? Right? Are you lowering"},{"speaker":"Annemie Tonken","startTime":98.16,"endTime":102.36,"body":"your standards? When it comes to"},{"speaker":"Annemie Tonken","startTime":98.16,"endTime":102.36,"body":"the photos that you make? Are"},{"speaker":"Annemie Tonken","startTime":102.36,"endTime":106.89,"body":"you do you feel like your photo"},{"speaker":"Annemie Tonken","startTime":102.36,"endTime":106.89,"body":"editor is not delivering good"},{"speaker":"Annemie Tonken","startTime":106.95,"endTime":110.73,"body":"final products, you know? And"},{"speaker":"Annemie Tonken","startTime":106.95,"endTime":110.73,"body":"for that matter, since you're"},{"speaker":"Annemie Tonken","startTime":110.73,"endTime":114.18,"body":"coming from in person sales? Are"},{"speaker":"Annemie Tonken","startTime":110.73,"endTime":114.18,"body":"your clients still ending up"},{"speaker":"Annemie Tonken","startTime":114.18,"endTime":117.36,"body":"with prints and albums? And you"},{"speaker":"Annemie Tonken","startTime":114.18,"endTime":117.36,"body":"know, those kinds of tangible"},{"speaker":"Annemie Tonken","startTime":117.36,"endTime":120.72,"body":"items that they will enjoy for"},{"speaker":"Annemie Tonken","startTime":117.36,"endTime":120.72,"body":"years? And of course, the answer"},{"speaker":"Annemie Tonken","startTime":120.72,"endTime":125.04,"body":"was yes. Like, of course, she"},{"speaker":"Annemie Tonken","startTime":120.72,"endTime":125.04,"body":"didn't lower her. Her standards"},{"speaker":"Annemie Tonken","startTime":125.04,"endTime":128.58,"body":"with her camera, like she's been"},{"speaker":"Annemie Tonken","startTime":125.04,"endTime":128.58,"body":"doing this for a bunch of years."},{"speaker":"Annemie Tonken","startTime":128.58,"endTime":131.1,"body":"She knows what she's doing."},{"speaker":"Annemie Tonken","startTime":128.58,"endTime":131.1,"body":"She's still getting the same"},{"speaker":"Annemie Tonken","startTime":131.13,"endTime":136.5,"body":"good photos. And her clients are"},{"speaker":"Annemie Tonken","startTime":131.13,"endTime":136.5,"body":"ending up with the same products"},{"speaker":"Annemie Tonken","startTime":136.5,"endTime":140.67,"body":"and prints and all of that sort"},{"speaker":"Annemie Tonken","startTime":136.5,"endTime":140.67,"body":"of stuff. So my question to her"},{"speaker":"Annemie Tonken","startTime":140.67,"endTime":146.79,"body":"was, Why in the world, would you"},{"speaker":"Annemie Tonken","startTime":140.67,"endTime":146.79,"body":"lower your prices, especially"},{"speaker":"Annemie Tonken","startTime":146.79,"endTime":150.51,"body":"since she was still getting"},{"speaker":"Annemie Tonken","startTime":146.79,"endTime":150.51,"body":"hired. And she kind of laughed"},{"speaker":"Annemie Tonken","startTime":150.51,"endTime":155.13,"body":"and and we moved on. But I have"},{"speaker":"Annemie Tonken","startTime":150.51,"endTime":155.13,"body":"been thinking about it. And I I"},{"speaker":"Annemie Tonken","startTime":155.13,"endTime":157.59,"body":"wanted to share that"},{"speaker":"Annemie Tonken","startTime":155.13,"endTime":157.59,"body":"conversation with you because"},{"speaker":"Annemie Tonken","startTime":158.31,"endTime":162.78,"body":"she walked out of it empowered"},{"speaker":"Annemie Tonken","startTime":158.31,"endTime":162.78,"body":"to serve more clients, right. So"},{"speaker":"Annemie Tonken","startTime":162.78,"endTime":166.29,"body":"she's, she's making those good"},{"speaker":"Annemie Tonken","startTime":162.78,"endTime":166.29,"body":"photos for more people, she's"},{"speaker":"Annemie Tonken","startTime":166.29,"endTime":169.74,"body":"making more money. And she's"},{"speaker":"Annemie Tonken","startTime":166.29,"endTime":169.74,"body":"working more or less the same"},{"speaker":"Annemie Tonken","startTime":169.74,"endTime":172.38,"body":"amount of time, she filled in"},{"speaker":"Annemie Tonken","startTime":169.74,"endTime":172.38,"body":"the time that she was saving per"},{"speaker":"Annemie Tonken","startTime":172.38,"endTime":177.21,"body":"client and added clients. And by"},{"speaker":"Annemie Tonken","startTime":172.38,"endTime":177.21,"body":"outsourcing her editing, she was"},{"speaker":"Annemie Tonken","startTime":177.21,"endTime":180.45,"body":"actually helping support another"},{"speaker":"Annemie Tonken","startTime":177.21,"endTime":180.45,"body":"small business artists, right"},{"speaker":"Annemie Tonken","startTime":180.45,"endTime":184.35,"body":"her her editor was getting"},{"speaker":"Annemie Tonken","startTime":180.45,"endTime":184.35,"body":"employment based on the fact"},{"speaker":"Annemie Tonken","startTime":184.35,"endTime":188.67,"body":"that she was sort of up leveling"},{"speaker":"Annemie Tonken","startTime":184.35,"endTime":188.67,"body":"her business. So I see that as a"},{"speaker":"Annemie Tonken","startTime":188.67,"endTime":193.56,"body":"total win all the way around."},{"speaker":"Annemie Tonken","startTime":188.67,"endTime":193.56,"body":"She is making more money, more"},{"speaker":"Annemie Tonken","startTime":193.56,"endTime":198.45,"body":"people are being served by her."},{"speaker":"Annemie Tonken","startTime":193.56,"endTime":198.45,"body":"And she is bringing income to"},{"speaker":"Annemie Tonken","startTime":198.45,"endTime":203.7,"body":"her editor. So today, I want to"},{"speaker":"Annemie Tonken","startTime":198.45,"endTime":203.7,"body":"talk a little bit more about the"},{"speaker":"Annemie Tonken","startTime":203.7,"endTime":207.96,"body":"psychology of time, because I"},{"speaker":"Annemie Tonken","startTime":203.7,"endTime":207.96,"body":"think that this comes up in more"},{"speaker":"Annemie Tonken","startTime":207.96,"endTime":211.38,"body":"than just this particular"},{"speaker":"Annemie Tonken","startTime":207.96,"endTime":211.38,"body":"instance. And I think it really"},{"speaker":"Annemie Tonken","startTime":211.41,"endTime":214.53,"body":"can get in our heads and impact"},{"speaker":"Annemie Tonken","startTime":211.41,"endTime":214.53,"body":"the way that we run our"},{"speaker":"Annemie Tonken","startTime":214.53,"endTime":219.33,"body":"businesses. Welcome to this"},{"speaker":"Annemie Tonken","startTime":214.53,"endTime":219.33,"body":"can't be that hard. My name is"},{"speaker":"Annemie Tonken","startTime":219.33,"endTime":222.45,"body":"Annemie Tonken. And I help"},{"speaker":"Annemie Tonken","startTime":219.33,"endTime":222.45,"body":"photographers run profitable,"},{"speaker":"Annemie Tonken","startTime":222.45,"endTime":226.8,"body":"sustainable businesses that they"},{"speaker":"Annemie Tonken","startTime":222.45,"endTime":226.8,"body":"love. Each week on the podcast,"},{"speaker":"Annemie Tonken","startTime":226.8,"endTime":230.37,"body":"I cover simple, actionable"},{"speaker":"Annemie Tonken","startTime":226.8,"endTime":230.37,"body":"strategies and systems that"},{"speaker":"Annemie Tonken","startTime":230.37,"endTime":233.91,"body":"photographers at every level of"},{"speaker":"Annemie Tonken","startTime":230.37,"endTime":233.91,"body":"experience can use to earn more"},{"speaker":"Annemie Tonken","startTime":233.91,"endTime":238.02,"body":"money in a more sustainable way."},{"speaker":"Annemie Tonken","startTime":233.91,"endTime":238.02,"body":"Running a photography business"},{"speaker":"Annemie Tonken","startTime":238.05,"endTime":241.83,"body":"doesn't have to be that hard."},{"speaker":"Annemie Tonken","startTime":238.05,"endTime":241.83,"body":"You can do it. And I can show"},{"speaker":"Annemie Tonken","startTime":241.83,"endTime":242.28,"body":"you how."},{"speaker":"Annemie Tonken","startTime":246.57,"endTime":250.26,"body":"So time is a funny thing, right?"},{"speaker":"Annemie Tonken","startTime":246.57,"endTime":250.26,"body":"They say it's a construct, but"},{"speaker":"Annemie Tonken","startTime":250.29,"endTime":253.89,"body":"it is definitely something that"},{"speaker":"Annemie Tonken","startTime":250.29,"endTime":253.89,"body":"can get in our heads. I know"},{"speaker":"Annemie Tonken","startTime":253.92,"endTime":256.8,"body":"lots of photographers who are"},{"speaker":"Annemie Tonken","startTime":253.92,"endTime":256.8,"body":"uncomfortable charging for their"},{"speaker":"Annemie Tonken","startTime":256.8,"endTime":259.68,"body":"time. And the reason that I know"},{"speaker":"Annemie Tonken","startTime":256.8,"endTime":259.68,"body":"that they're uncomfortable"},{"speaker":"Annemie Tonken","startTime":259.68,"endTime":262.68,"body":"charging for their time is that"},{"speaker":"Annemie Tonken","startTime":259.68,"endTime":262.68,"body":"when I suggest that they charge"},{"speaker":"Annemie Tonken","startTime":262.71,"endTime":267.66,"body":"a session fee up front to cover"},{"speaker":"Annemie Tonken","startTime":262.71,"endTime":267.66,"body":"the session and the editing"},{"speaker":"Annemie Tonken","startTime":267.87,"endTime":272.64,"body":"time. They'll say okay, but you"},{"speaker":"Annemie Tonken","startTime":267.87,"endTime":272.64,"body":"know, I feel like I can't really"},{"speaker":"Annemie Tonken","startTime":272.64,"endTime":276.03,"body":"charge that because I'm not"},{"speaker":"Annemie Tonken","startTime":272.64,"endTime":276.03,"body":"including anything, as in I'm"},{"speaker":"Annemie Tonken","startTime":276.03,"endTime":278.97,"body":"suggesting that they charge just"},{"speaker":"Annemie Tonken","startTime":276.03,"endTime":278.97,"body":"the session fee and then"},{"speaker":"Annemie Tonken","startTime":278.97,"endTime":282.57,"body":"afterward people have to"},{"speaker":"Annemie Tonken","startTime":278.97,"endTime":282.57,"body":"purchase images and digital"},{"speaker":"Annemie Tonken","startTime":282.57,"endTime":285.39,"body":"files and products and all that"},{"speaker":"Annemie Tonken","startTime":282.57,"endTime":285.39,"body":"sort of thing. And the"},{"speaker":"Annemie Tonken","startTime":285.39,"endTime":288.93,"body":"photographer says well, you know"},{"speaker":"Annemie Tonken","startTime":285.39,"endTime":288.93,"body":"nothing is included. Well of"},{"speaker":"Annemie Tonken","startTime":288.93,"endTime":291.87,"body":"course something is included the"},{"speaker":"Annemie Tonken","startTime":288.93,"endTime":291.87,"body":"time that you take, in many"},{"speaker":"Annemie Tonken","startTime":291.87,"endTime":296.49,"body":"cases several hours to go and"},{"speaker":"Annemie Tonken","startTime":291.87,"endTime":296.49,"body":"photograph somebody and edit"},{"speaker":"Annemie Tonken","startTime":296.49,"endTime":299.28,"body":"their photos and all that sort"},{"speaker":"Annemie Tonken","startTime":296.49,"endTime":299.28,"body":"of stuff. That's that's worth"},{"speaker":"Annemie Tonken","startTime":299.28,"endTime":303.48,"body":"something right but then those"},{"speaker":"Annemie Tonken","startTime":299.28,"endTime":303.48,"body":"very same photographers turn"},{"speaker":"Annemie Tonken","startTime":303.48,"endTime":307.5,"body":"around. And when they're"},{"speaker":"Annemie Tonken","startTime":303.48,"endTime":307.5,"body":"crafting an offer, they feel"},{"speaker":"Annemie Tonken","startTime":307.5,"endTime":310.92,"body":"like one of the primary"},{"speaker":"Annemie Tonken","startTime":307.5,"endTime":310.92,"body":"justifications of the price of"},{"speaker":"Annemie Tonken","startTime":310.92,"endTime":314.91,"body":"their offer is to talk about how"},{"speaker":"Annemie Tonken","startTime":310.92,"endTime":314.91,"body":"much time it takes. I mean, how"},{"speaker":"Annemie Tonken","startTime":314.91,"endTime":318.99,"body":"many times have we been on"},{"speaker":"Annemie Tonken","startTime":314.91,"endTime":318.99,"body":"Facebook forums or, you know,"},{"speaker":"Annemie Tonken","startTime":318.99,"endTime":322.86,"body":"whatever, where somebody talks"},{"speaker":"Annemie Tonken","startTime":318.99,"endTime":322.86,"body":"about, like, oh, this person"},{"speaker":"Annemie Tonken","startTime":322.86,"endTime":326.49,"body":"doesn't want to pay me. And they"},{"speaker":"Annemie Tonken","startTime":322.86,"endTime":326.49,"body":"have no idea how much time goes"},{"speaker":"Annemie Tonken","startTime":326.49,"endTime":330.96,"body":"into this, it takes me you know,"},{"speaker":"Annemie Tonken","startTime":326.49,"endTime":330.96,"body":"15 hours to work with a client"},{"speaker":"Annemie Tonken","startTime":330.96,"endTime":333.57,"body":"and edit the photos and data"},{"speaker":"Annemie Tonken","startTime":330.96,"endTime":333.57,"body":"that I need to educate them on"},{"speaker":"Annemie Tonken","startTime":333.57,"endTime":336.9,"body":"how much time it takes. The fact"},{"speaker":"Annemie Tonken","startTime":333.57,"endTime":336.9,"body":"of the matter is that when"},{"speaker":"Annemie Tonken","startTime":336.9,"endTime":341.73,"body":"someone spends money for a"},{"speaker":"Annemie Tonken","startTime":336.9,"endTime":341.73,"body":"service, they're not paying for"},{"speaker":"Annemie Tonken","startTime":341.73,"endTime":346.44,"body":"the time it takes, they're"},{"speaker":"Annemie Tonken","startTime":341.73,"endTime":346.44,"body":"paying for the results. My I was"},{"speaker":"Annemie Tonken","startTime":346.44,"endTime":348.57,"body":"trying to think of like an"},{"speaker":"Annemie Tonken","startTime":346.44,"endTime":348.57,"body":"example outside of the"},{"speaker":"Annemie Tonken","startTime":348.93,"endTime":352.86,"body":"photography world for this. And"},{"speaker":"Annemie Tonken","startTime":348.93,"endTime":352.86,"body":"I thought of my friends who"},{"speaker":"Annemie Tonken","startTime":352.86,"endTime":356.7,"body":"recently had a bathroom"},{"speaker":"Annemie Tonken","startTime":352.86,"endTime":356.7,"body":"renovated. And they hired"},{"speaker":"Annemie Tonken","startTime":356.7,"endTime":360.09,"body":"somebody to do the tiling in"},{"speaker":"Annemie Tonken","startTime":356.7,"endTime":360.09,"body":"their bathroom. And they ended"},{"speaker":"Annemie Tonken","startTime":360.09,"endTime":364.14,"body":"up calling that person the tiled"},{"speaker":"Annemie Tonken","startTime":360.09,"endTime":364.14,"body":"turtle, because even though he"},{"speaker":"Annemie Tonken","startTime":364.14,"endTime":367.62,"body":"did a really great job, he took"},{"speaker":"Annemie Tonken","startTime":364.14,"endTime":367.62,"body":"like three weeks to tile their"},{"speaker":"Annemie Tonken","startTime":367.62,"endTime":371.22,"body":"bathroom. And every day, he'd"},{"speaker":"Annemie Tonken","startTime":367.62,"endTime":371.22,"body":"come in and do like one row, and"},{"speaker":"Annemie Tonken","startTime":371.22,"endTime":373.71,"body":"it was driving them nuts,"},{"speaker":"Annemie Tonken","startTime":371.22,"endTime":373.71,"body":"because of course, at the point"},{"speaker":"Annemie Tonken","startTime":373.71,"endTime":376.89,"body":"where he you know, the title"},{"speaker":"Annemie Tonken","startTime":373.71,"endTime":376.89,"body":"needed to be installed,"},{"speaker":"Annemie Tonken","startTime":376.95,"endTime":381.24,"body":"everything else had to stop. And"},{"speaker":"Annemie Tonken","startTime":376.95,"endTime":381.24,"body":"so it just kept their bathroom"},{"speaker":"Annemie Tonken","startTime":381.24,"endTime":385.02,"body":"out of commission for all that"},{"speaker":"Annemie Tonken","startTime":381.24,"endTime":385.02,"body":"whole period of time. So it was"},{"speaker":"Annemie Tonken","startTime":385.02,"endTime":387.96,"body":"something that we were talking"},{"speaker":"Annemie Tonken","startTime":385.02,"endTime":387.96,"body":"about a lot. And you know, in"},{"speaker":"Annemie Tonken","startTime":387.96,"endTime":393.99,"body":"the end, I think that somebody"},{"speaker":"Annemie Tonken","startTime":387.96,"endTime":393.99,"body":"like a tailor, or a mechanic or"},{"speaker":"Annemie Tonken","startTime":394.14,"endTime":398.01,"body":"god knows like your dentist,"},{"speaker":"Annemie Tonken","startTime":394.14,"endTime":398.01,"body":"right? I don't want a dentist,"},{"speaker":"Annemie Tonken","startTime":398.28,"endTime":403.59,"body":"spending extra time cleaning my"},{"speaker":"Annemie Tonken","startTime":398.28,"endTime":403.59,"body":"teeth or drilling or whatever, I"},{"speaker":"Annemie Tonken","startTime":403.59,"endTime":407.52,"body":"want that done well, because"},{"speaker":"Annemie Tonken","startTime":403.59,"endTime":407.52,"body":"obviously I care about my teeth."},{"speaker":"Annemie Tonken","startTime":407.52,"endTime":412.83,"body":"But I also want it done fast, I"},{"speaker":"Annemie Tonken","startTime":407.52,"endTime":412.83,"body":"in some cases might actually be"},{"speaker":"Annemie Tonken","startTime":412.86,"endTime":418.35,"body":"willing to pay more if it's done"},{"speaker":"Annemie Tonken","startTime":412.86,"endTime":418.35,"body":"quickly. So if you've never"},{"speaker":"Annemie Tonken","startTime":418.35,"endTime":421.65,"body":"heard of them, there's this"},{"speaker":"Annemie Tonken","startTime":418.35,"endTime":421.65,"body":"entrepreneur and business writer"},{"speaker":"Annemie Tonken","startTime":421.68,"endTime":426.27,"body":"named Alex Hermoza, he was"},{"speaker":"Annemie Tonken","startTime":421.68,"endTime":426.27,"body":"actually in the gym space. So he"},{"speaker":"Annemie Tonken","startTime":427.11,"endTime":430.29,"body":"was the founder of a gym, and"},{"speaker":"Annemie Tonken","startTime":427.11,"endTime":430.29,"body":"then a series of gyms. And then"},{"speaker":"Annemie Tonken","startTime":430.29,"endTime":433.8,"body":"he became like a consultant to"},{"speaker":"Annemie Tonken","startTime":430.29,"endTime":433.8,"body":"other gym owners. And he has"},{"speaker":"Annemie Tonken","startTime":433.8,"endTime":437.37,"body":"written a couple of books. And"},{"speaker":"Annemie Tonken","startTime":433.8,"endTime":437.37,"body":"he created something in one of"},{"speaker":"Annemie Tonken","startTime":437.37,"endTime":440.19,"body":"his books that he calls the"},{"speaker":"Annemie Tonken","startTime":437.37,"endTime":440.19,"body":"value equation, which"},{"speaker":"Annemie Tonken","startTime":440.22,"endTime":445.95,"body":"illustrates this principle of"},{"speaker":"Annemie Tonken","startTime":440.22,"endTime":445.95,"body":"how the service providers time"},{"speaker":"Annemie Tonken","startTime":445.98,"endTime":451.53,"body":"doesn't really factor into the"},{"speaker":"Annemie Tonken","startTime":445.98,"endTime":451.53,"body":"value of an offer. So the"},{"speaker":"Annemie Tonken","startTime":451.59,"endTime":456.0,"body":"equation that he put together, I"},{"speaker":"Annemie Tonken","startTime":451.59,"endTime":456.0,"body":"mean, he built it to look like a"},{"speaker":"Annemie Tonken","startTime":456.0,"endTime":459.12,"body":"math equation. Obviously, it's"},{"speaker":"Annemie Tonken","startTime":456.0,"endTime":459.12,"body":"not these aren't specific"},{"speaker":"Annemie Tonken","startTime":459.12,"endTime":464.31,"body":"numbers. But on the top line, He"},{"speaker":"Annemie Tonken","startTime":459.12,"endTime":464.31,"body":"multiplied this the idea of the"},{"speaker":"Annemie Tonken","startTime":464.31,"endTime":468.54,"body":"dream outcome. So the thing that"},{"speaker":"Annemie Tonken","startTime":464.31,"endTime":468.54,"body":"someone wants to achieve by the"},{"speaker":"Annemie Tonken","startTime":468.54,"endTime":472.41,"body":"likelihood that they believe"},{"speaker":"Annemie Tonken","startTime":468.54,"endTime":472.41,"body":"they will achieve it if they buy"},{"speaker":"Annemie Tonken","startTime":472.41,"endTime":476.28,"body":"this product or sign up for this"},{"speaker":"Annemie Tonken","startTime":472.41,"endTime":476.28,"body":"service or whatever. So those"},{"speaker":"Annemie Tonken","startTime":476.28,"endTime":480.69,"body":"two things are on the top line,"},{"speaker":"Annemie Tonken","startTime":476.28,"endTime":480.69,"body":"and then on the they divide that"},{"speaker":"Annemie Tonken","startTime":480.69,"endTime":484.89,"body":"by the amount of effort and"},{"speaker":"Annemie Tonken","startTime":480.69,"endTime":484.89,"body":"sacrifice that the person needs"},{"speaker":"Annemie Tonken","startTime":484.89,"endTime":489.6,"body":"to make in order to achieve it."},{"speaker":"Annemie Tonken","startTime":484.89,"endTime":489.6,"body":"So How hard are they going to"},{"speaker":"Annemie Tonken","startTime":489.6,"endTime":493.11,"body":"have to work for it? And then"},{"speaker":"Annemie Tonken","startTime":489.6,"endTime":493.11,"body":"how long are they going to have"},{"speaker":"Annemie Tonken","startTime":493.11,"endTime":500.52,"body":"to wait for the outcome to"},{"speaker":"Annemie Tonken","startTime":493.11,"endTime":500.52,"body":"happen. So the idea is that the"},{"speaker":"Annemie Tonken","startTime":500.52,"endTime":505.92,"body":"more you increase the items on"},{"speaker":"Annemie Tonken","startTime":500.52,"endTime":505.92,"body":"the top line, the outcome, like"},{"speaker":"Annemie Tonken","startTime":505.92,"endTime":510.75,"body":"the idealistic version of the"},{"speaker":"Annemie Tonken","startTime":505.92,"endTime":510.75,"body":"outcome and their trust in you"},{"speaker":"Annemie Tonken","startTime":510.78,"endTime":514.32,"body":"that you're going to deliver."},{"speaker":"Annemie Tonken","startTime":510.78,"endTime":514.32,"body":"And the more you decrease the"},{"speaker":"Annemie Tonken","startTime":514.32,"endTime":518.79,"body":"time and effort that it requires"},{"speaker":"Annemie Tonken","startTime":514.32,"endTime":518.79,"body":"for the person who is purchasing"},{"speaker":"Annemie Tonken","startTime":518.79,"endTime":523.44,"body":"the service are good, the more"},{"speaker":"Annemie Tonken","startTime":518.79,"endTime":523.44,"body":"valuable the service or product."},{"speaker":"Annemie Tonken","startTime":523.47,"endTime":527.79,"body":"So the more you can charge an"},{"speaker":"Annemie Tonken","startTime":523.47,"endTime":527.79,"body":"easy example there is Netflix"},{"speaker":"Annemie Tonken","startTime":527.79,"endTime":532.5,"body":"right? So Netflix entered the"},{"speaker":"Annemie Tonken","startTime":527.79,"endTime":532.5,"body":"market back when blockbuster was"},{"speaker":"Annemie Tonken","startTime":532.5,"endTime":537.87,"body":"king and said you can have any"},{"speaker":"Annemie Tonken","startTime":532.5,"endTime":537.87,"body":"movie you want. These days. Of"},{"speaker":"Annemie Tonken","startTime":537.87,"endTime":540.63,"body":"course, it's it's like a whole"},{"speaker":"Annemie Tonken","startTime":537.87,"endTime":540.63,"body":"different thing. But at the time"},{"speaker":"Annemie Tonken","startTime":540.63,"endTime":545.58,"body":"it was we have this huge library"},{"speaker":"Annemie Tonken","startTime":540.63,"endTime":545.58,"body":"of DVDs that we will mail to you"},{"speaker":"Annemie Tonken","startTime":545.64,"endTime":549.36,"body":"quickly and you don't have to"},{"speaker":"Annemie Tonken","startTime":545.64,"endTime":549.36,"body":"leave home. So your effort is"},{"speaker":"Annemie Tonken","startTime":549.36,"endTime":554.07,"body":"really low. And the likelihood"},{"speaker":"Annemie Tonken","startTime":549.36,"endTime":554.07,"body":"of achieving the outcome is"},{"speaker":"Annemie Tonken","startTime":554.07,"endTime":558.72,"body":"pretty high because it comes in"},{"speaker":"Annemie Tonken","startTime":554.07,"endTime":558.72,"body":"the mail. The mail shows up"},{"speaker":"Annemie Tonken","startTime":558.72,"endTime":562.95,"body":"every day. So And over time,"},{"speaker":"Annemie Tonken","startTime":558.72,"endTime":562.95,"body":"Netflix has improved and"},{"speaker":"Annemie Tonken","startTime":562.95,"endTime":566.22,"body":"improved and iterated and"},{"speaker":"Annemie Tonken","startTime":562.95,"endTime":566.22,"body":"iterated. So now you can get any"},{"speaker":"Annemie Tonken","startTime":566.22,"endTime":569.37,"body":"movie you want, essentially"},{"speaker":"Annemie Tonken","startTime":566.22,"endTime":569.37,"body":"instantaneously unless you've"},{"speaker":"Annemie Tonken","startTime":569.37,"endTime":573.99,"body":"got a bad internet connection,"},{"speaker":"Annemie Tonken","startTime":569.37,"endTime":573.99,"body":"right? And it's very cheap. It's"},{"speaker":"Annemie Tonken","startTime":574.02,"endTime":578.01,"body":"auto build. You don't have to"},{"speaker":"Annemie Tonken","startTime":574.02,"endTime":578.01,"body":"leave home like the friction is"},{"speaker":"Annemie Tonken","startTime":578.01,"endTime":581.55,"body":"very, very low there. And that's"},{"speaker":"Annemie Tonken","startTime":578.01,"endTime":581.55,"body":"how Netflix killed blockbuster"},{"speaker":"Annemie Tonken","startTime":581.55,"endTime":585.06,"body":"like Blockbuster, which was"},{"speaker":"Annemie Tonken","startTime":581.55,"endTime":585.06,"body":"hugely successful for a bunch of"},{"speaker":"Annemie Tonken","startTime":585.06,"endTime":589.83,"body":"years, fully one chapter 11"},{"speaker":"Annemie Tonken","startTime":585.06,"endTime":589.83,"body":"Because they didn't keep up. So"},{"speaker":"Annemie Tonken","startTime":589.86,"endTime":593.97,"body":"we all know that time is a"},{"speaker":"Annemie Tonken","startTime":589.86,"endTime":593.97,"body":"limited resource. And we know"},{"speaker":"Annemie Tonken","startTime":593.97,"endTime":597.27,"body":"that time is valuable when we"},{"speaker":"Annemie Tonken","startTime":593.97,"endTime":597.27,"body":"sit and think about like, Oh,"},{"speaker":"Annemie Tonken","startTime":597.27,"endTime":599.97,"body":"I'm editing these photos instead"},{"speaker":"Annemie Tonken","startTime":597.27,"endTime":599.97,"body":"of spending time with my family."},{"speaker":"Annemie Tonken","startTime":600.0,"endTime":605.25,"body":"or I'm driving to a session"},{"speaker":"Annemie Tonken","startTime":600.0,"endTime":605.25,"body":"instead of, you know, reading a"},{"speaker":"Annemie Tonken","startTime":605.25,"endTime":608.79,"body":"book on a rainy morning or"},{"speaker":"Annemie Tonken","startTime":605.25,"endTime":608.79,"body":"whatever the case may be. We"},{"speaker":"Annemie Tonken","startTime":608.79,"endTime":612.87,"body":"know that our time is valuable,"},{"speaker":"Annemie Tonken","startTime":608.79,"endTime":612.87,"body":"and it's limited. But that value"},{"speaker":"Annemie Tonken","startTime":612.9,"endTime":618.15,"body":"does cut both ways, right? We"},{"speaker":"Annemie Tonken","startTime":612.9,"endTime":618.15,"body":"think that our clients perceive"},{"speaker":"Annemie Tonken","startTime":618.15,"endTime":621.3,"body":"our time is valuable, and"},{"speaker":"Annemie Tonken","startTime":618.15,"endTime":621.3,"body":"therefore are willing to pay"},{"speaker":"Annemie Tonken","startTime":621.3,"endTime":625.29,"body":"more if we spend more time. And"},{"speaker":"Annemie Tonken","startTime":621.3,"endTime":625.29,"body":"they should, in the case of"},{"speaker":"Annemie Tonken","startTime":625.29,"endTime":628.17,"body":"things like a day in the life"},{"speaker":"Annemie Tonken","startTime":625.29,"endTime":628.17,"body":"session or a wedding, where"},{"speaker":"Annemie Tonken","startTime":628.17,"endTime":632.13,"body":"you're there for a long period"},{"speaker":"Annemie Tonken","startTime":628.17,"endTime":632.13,"body":"of time, that is a situation"},{"speaker":"Annemie Tonken","startTime":632.13,"endTime":637.29,"body":"where you can kind of commodify"},{"speaker":"Annemie Tonken","startTime":632.13,"endTime":637.29,"body":"your time. But more important to"},{"speaker":"Annemie Tonken","startTime":637.32,"endTime":642.06,"body":"our clients than our time is"},{"speaker":"Annemie Tonken","startTime":637.32,"endTime":642.06,"body":"their time. And that's really"},{"speaker":"Annemie Tonken","startTime":642.09,"endTime":645.33,"body":"the crux of what I'm trying to"},{"speaker":"Annemie Tonken","startTime":642.09,"endTime":645.33,"body":"cover today. I know plenty of"},{"speaker":"Annemie Tonken","startTime":645.33,"endTime":648.18,"body":"people whose reactions to the"},{"speaker":"Annemie Tonken","startTime":645.33,"endTime":648.18,"body":"idea of a day in the life"},{"speaker":"Annemie Tonken","startTime":648.18,"endTime":651.03,"body":"session is like, why would I"},{"speaker":"Annemie Tonken","startTime":648.18,"endTime":651.03,"body":"ever sign up for something like"},{"speaker":"Annemie Tonken","startTime":651.03,"endTime":655.62,"body":"that, who has time for a 12 hour"},{"speaker":"Annemie Tonken","startTime":651.03,"endTime":655.62,"body":"session. So there are people who"},{"speaker":"Annemie Tonken","startTime":655.62,"endTime":658.56,"body":"want that, and they want that"},{"speaker":"Annemie Tonken","startTime":655.62,"endTime":658.56,"body":"experience. And they want the"},{"speaker":"Annemie Tonken","startTime":658.56,"endTime":662.43,"body":"kind of small details that get"},{"speaker":"Annemie Tonken","startTime":658.56,"endTime":662.43,"body":"to be included in something like"},{"speaker":"Annemie Tonken","startTime":662.43,"endTime":666.48,"body":"that. But there are plenty of"},{"speaker":"Annemie Tonken","startTime":662.43,"endTime":666.48,"body":"people who would also sign up"},{"speaker":"Annemie Tonken","startTime":666.48,"endTime":670.02,"body":"for a short session specifically"},{"speaker":"Annemie Tonken","startTime":666.48,"endTime":670.02,"body":"because it's short. So before"},{"speaker":"Annemie Tonken","startTime":670.02,"endTime":673.41,"body":"you go, adjusting your offers,"},{"speaker":"Annemie Tonken","startTime":670.02,"endTime":673.41,"body":"or your prices based on the"},{"speaker":"Annemie Tonken","startTime":673.41,"endTime":677.64,"body":"value of time, I want you to"},{"speaker":"Annemie Tonken","startTime":673.41,"endTime":677.64,"body":"consider how that time cuts both"},{"speaker":"Annemie Tonken","startTime":677.64,"endTime":682.59,"body":"ways. So if the tiled turtle had"},{"speaker":"Annemie Tonken","startTime":677.64,"endTime":682.59,"body":"been faster at his job, not only"},{"speaker":"Annemie Tonken","startTime":682.59,"endTime":686.34,"body":"could he do more jobs and make"},{"speaker":"Annemie Tonken","startTime":682.59,"endTime":686.34,"body":"more money, he may actually be"},{"speaker":"Annemie Tonken","startTime":686.34,"endTime":690.63,"body":"able to pay him or charge more,"},{"speaker":"Annemie Tonken","startTime":686.34,"endTime":690.63,"body":"because there are people out"},{"speaker":"Annemie Tonken","startTime":690.63,"endTime":693.39,"body":"there who would be willing to"},{"speaker":"Annemie Tonken","startTime":690.63,"endTime":693.39,"body":"pay more for the fact that he"},{"speaker":"Annemie Tonken","startTime":693.39,"endTime":696.69,"body":"does really good work in a short"},{"speaker":"Annemie Tonken","startTime":693.39,"endTime":696.69,"body":"period of time. So I want to"},{"speaker":"Annemie Tonken","startTime":696.69,"endTime":700.35,"body":"leave you with one final thought"},{"speaker":"Annemie Tonken","startTime":696.69,"endTime":700.35,"body":"about one bit of time that I"},{"speaker":"Annemie Tonken","startTime":700.38,"endTime":704.7,"body":"don't expedite. And I don't"},{"speaker":"Annemie Tonken","startTime":700.38,"endTime":704.7,"body":"encourage you to expedite this"},{"speaker":"Annemie Tonken","startTime":704.73,"endTime":709.41,"body":"either. Because this is where in"},{"speaker":"Annemie Tonken","startTime":704.73,"endTime":709.41,"body":"addition to having some you"},{"speaker":"Annemie Tonken","startTime":709.41,"endTime":712.68,"body":"know, there is like people are"},{"speaker":"Annemie Tonken","startTime":709.41,"endTime":712.68,"body":"worried about time, and they"},{"speaker":"Annemie Tonken","startTime":712.68,"endTime":716.01,"body":"want things fast, and they want"},{"speaker":"Annemie Tonken","startTime":712.68,"endTime":716.01,"body":"things instantly, there is some"},{"speaker":"Annemie Tonken","startTime":716.01,"endTime":720.0,"body":"psychology to delivering too"},{"speaker":"Annemie Tonken","startTime":716.01,"endTime":720.0,"body":"fast in certain parts of the"},{"speaker":"Annemie Tonken","startTime":720.0,"endTime":723.93,"body":"process. So when it comes to"},{"speaker":"Annemie Tonken","startTime":720.0,"endTime":723.93,"body":"time and effort, I stream I"},{"speaker":"Annemie Tonken","startTime":723.93,"endTime":728.1,"body":"streamline a lot for my clients,"},{"speaker":"Annemie Tonken","startTime":723.93,"endTime":728.1,"body":"we jump on the phone when I"},{"speaker":"Annemie Tonken","startTime":728.1,"endTime":732.54,"body":"first meet with them, because"},{"speaker":"Annemie Tonken","startTime":728.1,"endTime":732.54,"body":"it's easier and faster than"},{"speaker":"Annemie Tonken","startTime":732.72,"endTime":735.42,"body":"going back and forth on email"},{"speaker":"Annemie Tonken","startTime":732.72,"endTime":735.42,"body":"and making them read through"},{"speaker":"Annemie Tonken","startTime":735.42,"endTime":738.69,"body":"paragraphs of like, this is how"},{"speaker":"Annemie Tonken","startTime":735.42,"endTime":738.69,"body":"things work and wonder about"},{"speaker":"Annemie Tonken","startTime":738.69,"endTime":742.02,"body":"stuff that they can't ask"},{"speaker":"Annemie Tonken","startTime":738.69,"endTime":742.02,"body":"instantaneously. For me a phone"},{"speaker":"Annemie Tonken","startTime":742.02,"endTime":745.41,"body":"call solves all those problems."},{"speaker":"Annemie Tonken","startTime":742.02,"endTime":745.41,"body":"And within 15 minutes, we have"},{"speaker":"Annemie Tonken","startTime":745.44,"endTime":748.38,"body":"the whole thing, you know, all"},{"speaker":"Annemie Tonken","startTime":745.44,"endTime":748.38,"body":"the questions answered, and"},{"speaker":"Annemie Tonken","startTime":748.41,"endTime":751.98,"body":"usually a date on the calendar."},{"speaker":"Annemie Tonken","startTime":748.41,"endTime":751.98,"body":"And then I keep my sessions"},{"speaker":"Annemie Tonken","startTime":751.98,"endTime":755.43,"body":"pretty trim. I mean, they're not"},{"speaker":"Annemie Tonken","startTime":751.98,"endTime":755.43,"body":"many sessions, but 60 to 90"},{"speaker":"Annemie Tonken","startTime":755.43,"endTime":759.24,"body":"minutes, we are done. I you"},{"speaker":"Annemie Tonken","startTime":755.43,"endTime":759.24,"body":"know, point out to people that"},{"speaker":"Annemie Tonken","startTime":759.24,"endTime":763.95,"body":"we can get that done before work"},{"speaker":"Annemie Tonken","startTime":759.24,"endTime":763.95,"body":"in the morning. You know, I'm"},{"speaker":"Annemie Tonken","startTime":763.95,"endTime":766.44,"body":"trying to accommodate the fact"},{"speaker":"Annemie Tonken","startTime":763.95,"endTime":766.44,"body":"that I know that my clients are"},{"speaker":"Annemie Tonken","startTime":766.44,"endTime":770.67,"body":"busy. And everything that I"},{"speaker":"Annemie Tonken","startTime":766.44,"endTime":770.67,"body":"asked my clients to do"},{"speaker":"Annemie Tonken","startTime":770.7,"endTime":774.39,"body":"everything from booking to"},{"speaker":"Annemie Tonken","startTime":770.7,"endTime":774.39,"body":"learning about how the process"},{"speaker":"Annemie Tonken","startTime":774.39,"endTime":777.0,"body":"works, where I've made them"},{"speaker":"Annemie Tonken","startTime":774.39,"endTime":777.0,"body":"several little informational"},{"speaker":"Annemie Tonken","startTime":777.0,"endTime":780.54,"body":"videos that they can watch in"},{"speaker":"Annemie Tonken","startTime":777.0,"endTime":780.54,"body":"like three minutes to, you know,"},{"speaker":"Annemie Tonken","startTime":780.54,"endTime":783.42,"body":"previewing their images to"},{"speaker":"Annemie Tonken","startTime":780.54,"endTime":783.42,"body":"purchasing, all of that is done"},{"speaker":"Annemie Tonken","startTime":783.42,"endTime":786.48,"body":"from the comfort of their own"},{"speaker":"Annemie Tonken","startTime":783.42,"endTime":786.48,"body":"home on their own time, it's"},{"speaker":"Annemie Tonken","startTime":786.48,"endTime":789.63,"body":"usually you know, in most cases,"},{"speaker":"Annemie Tonken","startTime":786.48,"endTime":789.63,"body":"it's very quick and easy. The"},{"speaker":"Annemie Tonken","startTime":789.63,"endTime":793.62,"body":"one thing that I don't speed up"},{"speaker":"Annemie Tonken","startTime":789.63,"endTime":793.62,"body":"is the delivery of their photos"},{"speaker":"Annemie Tonken","startTime":793.68,"endTime":797.55,"body":"to them after the session. So"},{"speaker":"Annemie Tonken","startTime":793.68,"endTime":797.55,"body":"first of all, most of my clients"},{"speaker":"Annemie Tonken","startTime":797.55,"endTime":800.64,"body":"don't have any need for faster"},{"speaker":"Annemie Tonken","startTime":797.55,"endTime":800.64,"body":"photos, if I were doing"},{"speaker":"Annemie Tonken","startTime":800.64,"endTime":803.94,"body":"headshots where somebody like,"},{"speaker":"Annemie Tonken","startTime":800.64,"endTime":803.94,"body":"called me because they, you"},{"speaker":"Annemie Tonken","startTime":803.94,"endTime":807.36,"body":"know, need to submit a headshot"},{"speaker":"Annemie Tonken","startTime":803.94,"endTime":807.36,"body":"for a talk that they're giving,"},{"speaker":"Annemie Tonken","startTime":807.36,"endTime":809.76,"body":"and they forgot about it until"},{"speaker":"Annemie Tonken","startTime":807.36,"endTime":809.76,"body":"the day before. That's"},{"speaker":"Annemie Tonken","startTime":809.76,"endTime":813.54,"body":"different. In that case,"},{"speaker":"Annemie Tonken","startTime":809.76,"endTime":813.54,"body":"expediting the editing, and all"},{"speaker":"Annemie Tonken","startTime":813.54,"endTime":817.41,"body":"that makes sense. But for a"},{"speaker":"Annemie Tonken","startTime":813.54,"endTime":817.41,"body":"family session, you know, they"},{"speaker":"Annemie Tonken","startTime":817.41,"endTime":820.17,"body":"don't typically need those"},{"speaker":"Annemie Tonken","startTime":817.41,"endTime":820.17,"body":"photos right away. So once the"},{"speaker":"Annemie Tonken","startTime":820.17,"endTime":826.08,"body":"session is over, I want them to"},{"speaker":"Annemie Tonken","startTime":820.17,"endTime":826.08,"body":"have a chance to kind of let the"},{"speaker":"Annemie Tonken","startTime":826.08,"endTime":828.96,"body":"details of the sessions go, you"},{"speaker":"Annemie Tonken","startTime":826.08,"endTime":828.96,"body":"know, maybe their kid had a"},{"speaker":"Annemie Tonken","startTime":828.96,"endTime":832.2,"body":"tantrum, and it was stressful"},{"speaker":"Annemie Tonken","startTime":828.96,"endTime":832.2,"body":"for them. Or maybe they got into"},{"speaker":"Annemie Tonken","startTime":832.2,"endTime":835.56,"body":"a fight with their spouse right"},{"speaker":"Annemie Tonken","startTime":832.2,"endTime":835.56,"body":"beforehand. Or maybe, you know,"},{"speaker":"Annemie Tonken","startTime":835.56,"endTime":839.46,"body":"they felt awkward in one of the"},{"speaker":"Annemie Tonken","startTime":835.56,"endTime":839.46,"body":"poses or, you know, any number"},{"speaker":"Annemie Tonken","startTime":839.46,"endTime":842.91,"body":"of things that I want to like"},{"speaker":"Annemie Tonken","startTime":839.46,"endTime":842.91,"body":"have softened in the in the"},{"speaker":"Annemie Tonken","startTime":842.91,"endTime":846.6,"body":"rearview mirror. And then I want"},{"speaker":"Annemie Tonken","startTime":842.91,"endTime":846.6,"body":"that all to fade. And I want the"},{"speaker":"Annemie Tonken","startTime":846.6,"endTime":851.04,"body":"excitement and the anticipation"},{"speaker":"Annemie Tonken","startTime":846.6,"endTime":851.04,"body":"to build about getting these"},{"speaker":"Annemie Tonken","startTime":851.04,"endTime":855.0,"body":"photos and they can't have that"},{"speaker":"Annemie Tonken","startTime":851.04,"endTime":855.0,"body":"build If I turn around and"},{"speaker":"Annemie Tonken","startTime":855.0,"endTime":858.0,"body":"deliver their photos to them two"},{"speaker":"Annemie Tonken","startTime":855.0,"endTime":858.0,"body":"days later, right. So at this"},{"speaker":"Annemie Tonken","startTime":858.0,"endTime":860.94,"body":"stage of the game, I actually"},{"speaker":"Annemie Tonken","startTime":858.0,"endTime":860.94,"body":"believe that time is an"},{"speaker":"Annemie Tonken","startTime":860.94,"endTime":864.99,"body":"important component of that"},{"speaker":"Annemie Tonken","startTime":860.94,"endTime":864.99,"body":"perceived value there was that"},{"speaker":"Annemie Tonken","startTime":864.99,"endTime":869.1,"body":"if you're old enough to remember"},{"speaker":"Annemie Tonken","startTime":864.99,"endTime":869.1,"body":"there was an ad once upon a time"},{"speaker":"Annemie Tonken","startTime":869.1,"endTime":871.71,"body":"for rice krispie treats I want"},{"speaker":"Annemie Tonken","startTime":869.1,"endTime":871.71,"body":"to say it was like in the early"},{"speaker":"Annemie Tonken","startTime":871.71,"endTime":876.99,"body":"90s where this mom, you see a"},{"speaker":"Annemie Tonken","startTime":871.71,"endTime":876.99,"body":"mom, she's in the kitchen, she's"},{"speaker":"Annemie Tonken","startTime":876.99,"endTime":880.53,"body":"reading a book with a plate of"},{"speaker":"Annemie Tonken","startTime":876.99,"endTime":880.53,"body":"rice krispie treats in front of"},{"speaker":"Annemie Tonken","startTime":880.53,"endTime":885.87,"body":"her. And you can hear on the"},{"speaker":"Annemie Tonken","startTime":880.53,"endTime":885.87,"body":"other side of the like wall or"},{"speaker":"Annemie Tonken","startTime":885.87,"endTime":888.24,"body":"whatever the kids are playing"},{"speaker":"Annemie Tonken","startTime":885.87,"endTime":888.24,"body":"and there's noise and whatever"},{"speaker":"Annemie Tonken","startTime":888.24,"endTime":891.12,"body":"and she's just like relaxing and"},{"speaker":"Annemie Tonken","startTime":888.24,"endTime":891.12,"body":"reading a book and then a timer"},{"speaker":"Annemie Tonken","startTime":891.12,"endTime":895.11,"body":"goes off and she like looks up"},{"speaker":"Annemie Tonken","startTime":891.12,"endTime":895.11,"body":"from the book and she dusts her"},{"speaker":"Annemie Tonken","startTime":895.14,"endTime":898.44,"body":"face with flour, kind of you"},{"speaker":"Annemie Tonken","startTime":895.14,"endTime":898.44,"body":"know, puts it all over herself."},{"speaker":"Annemie Tonken","startTime":898.77,"endTime":902.4,"body":"And then she walks with the tray"},{"speaker":"Annemie Tonken","startTime":898.77,"endTime":902.4,"body":"of rice krispie treats into the"},{"speaker":"Annemie Tonken","startTime":902.4,"endTime":907.02,"body":"other room where everyone cheers"},{"speaker":"Annemie Tonken","startTime":902.4,"endTime":907.02,"body":"for her. So, so that was a, it"},{"speaker":"Annemie Tonken","startTime":907.02,"endTime":909.93,"body":"was a funny ad. And it was"},{"speaker":"Annemie Tonken","startTime":907.02,"endTime":909.93,"body":"pretty memorable. But the point"},{"speaker":"Annemie Tonken","startTime":909.93,"endTime":913.14,"body":"there is that, you know,"},{"speaker":"Annemie Tonken","startTime":909.93,"endTime":913.14,"body":"everyone thought she put all"},{"speaker":"Annemie Tonken","startTime":913.14,"endTime":915.9,"body":"this effort in. And actually"},{"speaker":"Annemie Tonken","startTime":913.14,"endTime":915.9,"body":"it's really easy to make rice"},{"speaker":"Annemie Tonken","startTime":915.9,"endTime":920.61,"body":"krispie treats. If you have a"},{"speaker":"Annemie Tonken","startTime":915.9,"endTime":920.61,"body":"situation where you like get"},{"speaker":"Annemie Tonken","startTime":920.61,"endTime":924.33,"body":"locked out of your house or your"},{"speaker":"Annemie Tonken","startTime":920.61,"endTime":924.33,"body":"car and you call a locksmith,"},{"speaker":"Annemie Tonken","startTime":924.36,"endTime":927.87,"body":"that service call, you know,"},{"speaker":"Annemie Tonken","startTime":924.36,"endTime":927.87,"body":"that takes three minutes because"},{"speaker":"Annemie Tonken","startTime":927.87,"endTime":931.32,"body":"they have the right tools can be"},{"speaker":"Annemie Tonken","startTime":927.87,"endTime":931.32,"body":"a little painful, because"},{"speaker":"Annemie Tonken","startTime":931.35,"endTime":933.45,"body":"they'll charge you, you know,"},{"speaker":"Annemie Tonken","startTime":931.35,"endTime":933.45,"body":"let's say it's overnight, they"},{"speaker":"Annemie Tonken","startTime":933.45,"endTime":937.62,"body":"charge you 250 bucks, and they"},{"speaker":"Annemie Tonken","startTime":933.45,"endTime":937.62,"body":"come and spend three minutes now"},{"speaker":"Annemie Tonken","startTime":937.65,"endTime":940.05,"body":"I know that they have to own all"},{"speaker":"Annemie Tonken","startTime":937.65,"endTime":940.05,"body":"this equipment, and they're on"},{"speaker":"Annemie Tonken","startTime":940.05,"endTime":944.31,"body":"call and all that sort of stuff."},{"speaker":"Annemie Tonken","startTime":940.05,"endTime":944.31,"body":"But they're and I do actually"},{"speaker":"Annemie Tonken","startTime":944.31,"endTime":947.37,"body":"want them to get that done fast."},{"speaker":"Annemie Tonken","startTime":944.31,"endTime":947.37,"body":"It doesn't make it less painful"},{"speaker":"Annemie Tonken","startTime":947.4,"endTime":949.98,"body":"that you know, there's this"},{"speaker":"Annemie Tonken","startTime":947.4,"endTime":949.98,"body":"obvious thing that takes"},{"speaker":"Annemie Tonken","startTime":949.98,"endTime":953.7,"body":"somebody note takes someone no"},{"speaker":"Annemie Tonken","startTime":949.98,"endTime":953.7,"body":"time that you're paying a lot of"},{"speaker":"Annemie Tonken","startTime":953.7,"endTime":957.03,"body":"money for. So in this particular"},{"speaker":"Annemie Tonken","startTime":953.7,"endTime":957.03,"body":"case, I think there's a sweet"},{"speaker":"Annemie Tonken","startTime":957.03,"endTime":960.96,"body":"spot for me, it's two weeks, I"},{"speaker":"Annemie Tonken","startTime":957.03,"endTime":960.96,"body":"usually tell my clients, it's"},{"speaker":"Annemie Tonken","startTime":960.96,"endTime":963.93,"body":"going to take two and a half to"},{"speaker":"Annemie Tonken","startTime":960.96,"endTime":963.93,"body":"three weeks for me to deliver"},{"speaker":"Annemie Tonken","startTime":963.93,"endTime":967.02,"body":"your photos. They're super"},{"speaker":"Annemie Tonken","startTime":963.93,"endTime":967.02,"body":"excited. But they're not like"},{"speaker":"Annemie Tonken","startTime":967.02,"endTime":970.92,"body":"feeling itchy and impatient."},{"speaker":"Annemie Tonken","startTime":967.02,"endTime":970.92,"body":"Like I forgot them. And then I"},{"speaker":"Annemie Tonken","startTime":970.92,"endTime":974.7,"body":"deliver them at the two week"},{"speaker":"Annemie Tonken","startTime":970.92,"endTime":974.7,"body":"mark, even though it only takes"},{"speaker":"Annemie Tonken","startTime":974.73,"endTime":978.12,"body":"my editor a couple of days to"},{"speaker":"Annemie Tonken","startTime":974.73,"endTime":978.12,"body":"get those photos back to me. So"},{"speaker":"Annemie Tonken","startTime":978.12,"endTime":981.72,"body":"in theory, I could deliver them"},{"speaker":"Annemie Tonken","startTime":978.12,"endTime":981.72,"body":"same week, like three or four"},{"speaker":"Annemie Tonken","startTime":981.72,"endTime":985.86,"body":"days later. But I put it on my"},{"speaker":"Annemie Tonken","startTime":981.72,"endTime":985.86,"body":"calendar and I schedule it at"},{"speaker":"Annemie Tonken","startTime":985.86,"endTime":989.4,"body":"the two week mark. So they are"},{"speaker":"Annemie Tonken","startTime":985.86,"endTime":989.4,"body":"actually being under promised"},{"speaker":"Annemie Tonken","startTime":989.4,"endTime":992.49,"body":"and over delivered and they get"},{"speaker":"Annemie Tonken","startTime":989.4,"endTime":992.49,"body":"their photos and they feel like"},{"speaker":"Annemie Tonken","startTime":992.49,"endTime":996.84,"body":"great, she really spent some"},{"speaker":"Annemie Tonken","startTime":992.49,"endTime":996.84,"body":"time with us. So to recap, the"},{"speaker":"Annemie Tonken","startTime":996.84,"endTime":999.69,"body":"amount of time it takes you to"},{"speaker":"Annemie Tonken","startTime":996.84,"endTime":999.69,"body":"complete your work has zero"},{"speaker":"Annemie Tonken","startTime":999.69,"endTime":1003.35,"body":"impact on your pricing or the"},{"speaker":"Annemie Tonken","startTime":999.69,"endTime":1003.35,"body":"value of your work, except that"},{"speaker":"Annemie Tonken","startTime":1003.35,"endTime":1007.22,"body":"you have to be sure that your"},{"speaker":"Annemie Tonken","startTime":1003.35,"endTime":1007.22,"body":"hourly rate is fair to you. In"},{"speaker":"Annemie Tonken","startTime":1007.22,"endTime":1011.54,"body":"many cases, as long as what you"},{"speaker":"Annemie Tonken","startTime":1007.22,"endTime":1011.54,"body":"deliver the product is good,"},{"speaker":"Annemie Tonken","startTime":1011.96,"endTime":1016.4,"body":"less time is better. Not"},{"speaker":"Annemie Tonken","startTime":1011.96,"endTime":1016.4,"body":"necessarily in the delivery."},{"speaker":"Annemie Tonken","startTime":1017.12,"endTime":1019.7,"body":"That's the one place where I"},{"speaker":"Annemie Tonken","startTime":1017.12,"endTime":1019.7,"body":"wouldn't rush to be the fastest."},{"speaker":"Annemie Tonken","startTime":1019.97,"endTime":1024.26,"body":"But everything else you can you"},{"speaker":"Annemie Tonken","startTime":1019.97,"endTime":1024.26,"body":"can streamline your time, you"},{"speaker":"Annemie Tonken","startTime":1024.29,"endTime":1027.95,"body":"can definitely streamline their"},{"speaker":"Annemie Tonken","startTime":1024.29,"endTime":1027.95,"body":"time. And that's only going to"},{"speaker":"Annemie Tonken","startTime":1028.04,"endTime":1030.83,"body":"add value to both you and them."},{"speaker":"Annemie Tonken","startTime":1030.92,"endTime":1034.25,"body":"Hope you guys have a great week."},{"speaker":"Annemie Tonken","startTime":1030.92,"endTime":1034.25,"body":"Well, that's it for this week's"},{"speaker":"Annemie Tonken","startTime":1034.25,"endTime":1037.49,"body":"episode of This can't be that"},{"speaker":"Annemie Tonken","startTime":1034.25,"endTime":1037.49,"body":"hard. I'll be back Same time,"},{"speaker":"Annemie Tonken","startTime":1037.52,"endTime":1040.91,"body":"same place next week. In the"},{"speaker":"Annemie Tonken","startTime":1037.52,"endTime":1040.91,"body":"meantime, you can find more"},{"speaker":"Annemie Tonken","startTime":1040.91,"endTime":1043.88,"body":"information about this episode,"},{"speaker":"Annemie Tonken","startTime":1040.91,"endTime":1043.88,"body":"along with all the relevant"},{"speaker":"Annemie Tonken","startTime":1043.88,"endTime":1046.85,"body":"links, notes and downloads at"},{"speaker":"Annemie Tonken","startTime":1043.88,"endTime":1046.85,"body":"this can't be that"},{"speaker":"Annemie Tonken","startTime":1046.85,"endTime":1051.23,"body":"hard.com/learn If you liked the"},{"speaker":"Annemie Tonken","startTime":1046.85,"endTime":1051.23,"body":"podcast, be sure to hit the"},{"speaker":"Annemie Tonken","startTime":1051.23,"endTime":1054.86,"body":"subscribe button. Even better,"},{"speaker":"Annemie Tonken","startTime":1051.23,"endTime":1054.86,"body":"share the love by leaving a"},{"speaker":"Annemie Tonken","startTime":1054.86,"endTime":1058.97,"body":"review on iTunes. And as always,"},{"speaker":"Annemie Tonken","startTime":1054.86,"endTime":1058.97,"body":"thanks so much for joining me. I"},{"speaker":"Annemie Tonken","startTime":1058.97,"endTime":1060.86,"body":"hope you have a fantastic week."}]}